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Customer and Communication Segmentation

ID: 3687

Features:

Words: 1,144

Published: Pre-2018

Delivery Format: Online

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STUDY OVERVIEW
BENCHMARK CLASS
SPECIAL OFFER

Align content of marketing communications with different user segments.
Hewlett Packard must communicate with over 30,000 different distributors and
dealers in its North American market. Frequently, different messages must be
communicated to different levels within the dealer network or even to different
personnel within the dealer organization. In order to limit the amount of
information key dealer personnel must absorb, HP segments key personnel by
functional role and strategic importance. Marketing communications to dealers
are targeted and include only the information that each functional level must
know to perform. For example, information mailed to managers and owners would
be different than that mailed to sales representatives ...

Industries Profiled:
Miscellaneous; Electronics; Automobile; Computer Hardware; Computers; High Tech; Manufacturing; Medical Device; Pharmaceutical

Companies Profiled:
Graybar Electric; General Motors; Hewlett-Packard; 3M

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